Brand Tone

Authentic, Community-Oriented, and Educational.

Brand Values

• •Support for Local Economy
• •Freshness and Quality
• •Health and Nutrition
• •Community and Collaboration

Best Practices

• •Always Name the Source: Whenever possible, mention the town, region, or even the specific farm the produce comes from. This reinforces the values of locality and transparency, adding a story to the product.
• •Use "We" and "You" to Foster Community: Frame the brand's actions as a collective effort. Use "we" to include the customer in the mission (e.g., "Together, we are supporting...") and "you" to directly address their needs and values (e.g., "You are making a difference.").
• •Educate, Don't Just Sell: Dedicate some content to explaining the benefits of a particular vegetable, offering a simple recipe, or sharing a brief story about a farmer. This builds authority and provides value beyond the transaction.
• •Embrace Spanglish Authentically: Given the target audience in Puerto Rico, naturally blending Spanish and English terms (like in the original Facebook posts) can enhance authenticity. Phrases like "Support local" and "Hecho en PR" can be used interchangeably to connect with a bilingual audience.
• •Focus on the "Why," Not Just the "What": The product is a box of vegetables (the "what"). The reason to buy it is the support for the local economy, superior freshness, health benefits, and community empowerment (the "why"). Every piece of copy should be infused with this deeper purpose.

Social Perception

A Valued and Necessary Connector.

Copy Examples

• •From our soil to your table. This week's box is bursting with the vibrant flavors of Puerto Rico: sweet mangoes from Mayagüez and crisp peppers from a family farm in Guánica. When you eat with us, you're tasting the heart of our island. #FrescoYLocal #SupportLocalPR #PuertoRicoProduce
• •More Than a Meal. It's a Movement. Get fresh, locally-grown produce delivered to your door. Every box you buy supports our island's farmers and nourishes your family. Taste the difference. Feel the impact.
• •This week, we're celebrating the humble plátano! Hi [Customer Name], did you know the plátanos in your box this week come from a small-scale farm that has been using sustainable practices for generations? They're perfect for tostones, mofongo, or a simple side dish. Get inspired and support local agriculture with every bite.
• •Tired of supermarket shelves? Get real food from real farmers. Fresco y Local PR connects you directly with the freshest produce on the island. Sign up today and get 10% off your first delivery. Eat fresh, live well, support local.
• •A big thank you to all of you! Because of your weekly orders, we were able to purchase the entire harvest from a farm in Isabela that was struggling this season. This is what community looks like. This is the power of buying local. ¡Gracias! #JuntosSomosMásFuertes #HechoEnPR